Boasting more than 10 million visitors per year, EUROPARK has established itself as Salzburg's most popular meeting place for shopping, culinary delights, and culture. Its success is based on a simple, yet visionary idea: to be more than just shopping.

Its success story is unique in the shopping center industry: Built on the site of the former INTERSPAR headquarters in Salzburg-Taxham, EUROPARK today – exactly 25 years after its opening – is one of Europe's most successful shopping centers, and it is also the center that has won the most prestigious international industry awards. The figures speak for themselves: more than 10 million visitors per year, 130 stores, more than 1,000 brands, and the highest annual sales per square meter of retail space in Austria. Since its opening, EUROPARK has made investments amounting to approximately 300 million euros, which were primarily implemented in cooperation with regional businesses. However, there is something of far greater significance: EUROPARK has become an integral part of the lives of the people who live in Salzburg, as well as of those in the neighboring areas of Upper Austria and Bavaria. As a popular meeting place for shopping, culinary delights, and culture, it has made an important contribution to the quality of life and value creation in the region for 25 years and is a secure workplace for roughly 2,000 people, a reliable partner for the stores, and a supporter of numerous regional and social initiatives.

Relevance on Both a Large and Small Scale
Whether lively district development, sustainable traffic solutions, long-term job security, or new opportunities for regional companies: EUROPARK has been so much more than a shopping center from the very beginning. It was conceived as an urban space that encompasses more than just shopping opportunities. As a new center for the Taxham, Liefering, and Maxglan districts, it features essential infrastructure elements, such as a post office, a police station, a bank, a dry cleaner's, a ticket office, a theater, a cinema, a concert hall, and a bakery, thus making it a traditional local supplier located just around the corner. The center has also had other positive impacts: Salzburg’s traffic congestion has been eased by the extension of trolleybus Line 1 as well as the addition of a dedicated city train station and a well-developed network of bicycle paths.

As a result, approximately 1.5 million visitors now make their way to the center via public transport each year. For the sake of comparison: 230,000 people traveled via public transport in the first full year of operation, 1998. Thanks to the highway exit and the roughly 4,200 free, convenient parking spaces, EUROPARK is also ideally connected to the supraregional road network. A total of approximately 17 million euros has been invested in the public road network to date.

Marcus Wild: Quality of Stay Makes a Difference
Marcus Wild, Member of the Supervisory Board of SES Spar European Shopping Centers and responsible for real estate at SPAR Holding AG, developed the idea of building "more than just a shopping center" in the mid-1990s. He has had a profound influence on the company for the last 25 years. As the first managing director of EUROPARK, he steered the project from 1994 onwards, on behalf of and together with Gerhard Drexel, the SPAR board member responsible at the time. According to Wild, the success is based on the coherent overall concept, which has one objective: to focus entirely on the customers. “A shopping center’s success is more than just sales per square meter. More than anything else, it’s the sum total of all habits that visitors anchor here”, says Marcus Wild. "In other words: How does the center fit into my everyday life? Does it offer a hair salon that is just around the corner, a regular place to eat, a local supplier, or a venue for a spontaneous movie night? EUROPARK fulfills all of those needs and that is precisely why it is so strongly anchored in the region." The consistent combination of customer centricity and a unique mix of regional companies and trendy international brands is what makes EUROPARK so successful.

Uniform Architecture
The architectural design of a shopping center also plays a significant role in shaping the visitor's quality of stay. That is not only evident in EUROPARK's beautiful outer shell, but it can also be seen in the numerous small details that are barely recognizable at first glance and intuitively serve as points of orientation for visitors. "The strolling areas, for example, are not laid out in a straight line, but they run through the center like an invisible guidance system," explains Marcus Wild. The center, which was designed by Italian star architect Massimiliano Fuksas as a "city within the city", complete with a central piazza, is modeled after the streets of an old town and offers a rhythmic and organic shopping experience – from the transportation links to the location of the escalators, the visual axes, and the configuration of the stores. Thanks to an abundance of natural light, a level of spaciousness that is unusual for a shopping center, as well as numerous green plants and splashing fountains, a feel-good atmosphere has been created, making EUROPARK a pioneer among European shopping centers.

The materials used are as visually sophisticated as they are durable. Wild explains: "The charm of EUROPARK, which is flooded with daylight, is that it offers customers wonderful views, a sense of orientation, and a pleasant quality of stay. The chosen flooring, made of Kashmere White granite, in combination with the aluminum ceiling, reflects the incoming daylight and is extremely robust, so millions of visitors can walk on it virtually 'without a trace'." The special nature of Fuksas' design is further demonstrated by the high sustainability of the development project, as EUROPARK was just as modern when it opened as it is now and has not been remodeled to date. Moreover, since its expansion in 2005, the newer part of the center has seamlessly blended into the original ensemble. "Ask any visitor where the original and where the expanded parts of EUROPARK begin," Wild continues. No one will be able to give you an answer off the top of their head."

Partnerships with More Than 50 Regional Companies
A sustainable philosophy is also reflected in the range of products and the selection of retail partners. Regional entrepreneurial giants, such as Gernot Abraham, Jörg Doll, Heiner Raschhofer, Christian Sturmayr, Adele Liedl, and many more, were pioneers when EUROPARK first opened, and have since repeatedly reinvented themselves and developed innovative concepts. Others, such as Didi Maier or Yaoyao Hu, have dared to open eateries in shopping centers as award-winning chefs and have been awarded Gault Millau hoods as a result. Young Salzburg-based companies, such as Damn Plastic recently, are also constantly joining the ranks. The philosophy of the establishment, which focuses on shared success, it what has made it all possible. According to Wild: "Trustworthiness, passion, fair financial terms, and a level playing field are our common denominators. In addition, we provide them with support when it comes to the implementation of new ideas, thereby creating a business-friendly environment, from which customers also benefit as a result of the high quality and diversity of the products on offer. Purchasing power and added value are thus retained in Salzburg and expanded by cross-border visitors." Twenty percent of the visitors come from Bavaria alone. "We have managed to redirect the flow of purchases from Bavaria to Salzburg," Wild is pleased to report.

Point of Attraction for International Brands
Billabong, Fielmann, Scotch&Soda, ZARA Home, Hollister, Salomon, and Superdry – the list of international trend labels that have opened their first Austrian stores at the center illustrates the prime location that the Salzburg-based shopping center enjoys, in particular, on an international scale. Some stores, such as H&M as well as the first Saturn in Austria at the time, have been there since the opening, and many, such as Hollister and the most modern Hervis store in Austria, have been added over the 25-year period. EUROPARK, in combination with the shopping offers available in the old town, has transformed Salzburg into a shopping city that is in great demand beyond its borders. Marcus Wild is quick to point out the high degree of attraction: "Many international trend labels that have plans to open a store in western Austria or Salzburg specifically want to do so at EUROPARK. If no such opportunity exists, they either choose not to open a store at all, or they go to Linz or Munich." The shopping center was also an important factor in IKEA's decision to choose Salzburg as its location.

Christoph Andexlinger: Taking on Responsibility
The issue of sustainability has been and will continue to be an important aspect, as Christoph Andexlinger, Managing Director of EUROPARK and its parent company SES, points out: "Current topics such as the avoidance of green land sealing, climate-friendly traffic concepts, resource-saving construction, and energy efficiency were of relevance to us as early as the 1990s." By gradually converting the lighting to state-of-the-art LED technology, automatically adjusting the supply of fresh air to the respective visitor footfall, and introducing an internal energy management system, it has been possible to reduce the annual energy requirement by 40 percent in recent years. An amount of approximately five million euros is invested in sustainability, maintenance, and improvements every year. "It has always been our goal to keep energy costs as low as possible for our retail partners," explains Andexlinger. In 2007, EUROPARK received the global ICSC Sustainable Design Award in Phoenix (USA) for its sustainable construction and was named the most sustainable shopping center in its category. The planned expansion, in particular, shows that it is not a matter of building on grassland, but of rededicating storage areas that are no longer needed. “The EUROPARK project has been designed for the long term. That is reflected in all of our activities, in our retail partners, in the employees, as well as in the many regular customers that we have attracted over the years. For us, regional anchoring is all about taking responsibility – for the next generations as well," Andexlinger continues.

Social Added Value for Everyone
Since its opening, EUROPARK has not only financially supported social organizations through its role as an integral part of Salzburg, but has also consciously used its high visitor footfall to draw attention to social issues, promote a sense of community, and assume social responsibility. After all, social commitment and partnership with regional institutions has always been one of the building blocks of the EUROPARK DNA. That includes numerous charity events, such as the Lions Club Flea Market and the "Rettet das Kind" (Save the Child) fundraisers, the promotion of youth through the then newly founded ASV EUROPARK Taxham, health issues, such as the SALK healthcare facilities, and free recreational activities, such as the volleyball court and school events. The fact that Salzburg's first organic farmers' market was opened there in 2006, which has since brought regional freshness to EUROPARK every Friday, proves that embodying responsibility creates added value for everyone.

Multi-faceted Cultural Offers
In addition to the diverse range of retail, gastronomy, and service offers, a strong focus has been placed on the theme of "art and culture in public spaces". Whether cooperation with the International Mozarteum Foundation, the Salzburg Schauspielhaus, the Salzburg Easter Festival, or the Kunsthistorisches Museum in Vienna, a legendary appearance by David Hasselhoff, highly prominent landmarks, such as "The Tree" by American artist Jonathan Borofsky or "Affentor 1" by Jörg Immendorf: Art and international, first-class culture are easily integrated into everyday life at the center. The opening of “OVAL – The Stage in EUROPARK" under the directorship of Margret Stronegger in 2005 marked a milestone in the process, which initially resulted in astonished disbelief. According to Christoph Andexlinger: "We were bombarded with questions from those in cultural circles during the opening: What's the catch? After all, a shopping center that has its own venue – one that does not require any public funding whatsoever – was and still is quite unique." For the operators, the OVAL represents an important element of the overall concept – a concept that defines EUROPARK as a vibrant part of city life and enriches it in the long term.

EUROPARK Is More Popular Than Ever
EUROPARK Salzburg continues to be one of the leading meeting places in the region, as shown in a representative study conducted by the "Austrian Gallup Institute" in March 2022. In addition to the unsurpassed name recognition of nearly 100 percent within the catchment area, EUROPARK clearly ranks at the top in terms of customer satisfaction, compared to other Salzburg shopping destinations, and has once again significantly stepped up in comparison to previous years. In terms of the school grading scale, EUROPARK achieved an overall score of 1.4 (A) for the first time, having previously achieved a score of 1.5 (A) in 2020 and a score of 1.6 (A) in 2018. With respect to long-term comparisons, the shopping center is also more popular than ever. Safety, cleanliness, product range, parking, and accessibility are of particular importance to customers, as are good shopping atmospheres and positive environmental aspects, such as light, air, and sound quality. "Some 90 percent of those surveyed have recommended EUROPARK to others or intend to shop there again," enthuses Christoph Andexlinger. "Moreover, no other center in the catchment area is named as the favorite shopping destination more frequently.”

Manuel Mayer: Sustainable Job Security
For 25 years, EUROPARK has been one of the largest workplaces in Salzburg – and thus a stable pillar for Salzburg as a business location. Many of the 2,000 employees have long-term ties to EUROPARK, and more than 60 have been with the company since 1997. "In addition, 120 apprentices are offered training positions here every year, and the parents of approximately 80 children make use of the private company daycare center as employees in the retail, catering, and service sectors – a valuable contribution to the compatibility of family and professional life.” The establishment of a kindergarten in at EUROPARK in 1998 marked yet another pioneering moment in Salzburg. In order to make the kindergarten slots affordable, the Salzburg Kindergarten Act was amended at that time. "The employees are what make a EUROPARK visit so special," says EUROPARK Managing Director and Center Manager Manuel Mayer. “Their helpful advice and personal contact create a marketplace atmosphere in which everyone feels welcome."

Gratitude for 25 Years of Loyalty
The management team at EUROPARK appreciates the high level of commitment and loyalty shown by its employees throughout their many years of service. "On behalf of the management team, I would like to sincerely thank all of the employees at EUROPARK," says Mayer, "because they make EUROPARK what it is – Salzburg's most popular meeting place for the young and the old, for adults and children, as well as for locals and guests." The level of performance that is achieved on a daily basis is remarkable – whether from a technical point of view, from the lighting of the parking areas to the cleanliness of the passageways to the functioning elevators, or from a human point of view. "The EUROPARK family puts its best foot forward every day, even during peak times when there are 40,000 visitors. It does not matter whether it is the first or the millionth visitor," Mayer states with conviction. "Such a thing must not be taken for granted – therefore, once again: Thank you!”

Highly Appealing to Retail Partners
Thanks to its enduring appeal, EUROPARK continues to attract both regional and international retail partners. Earlier this year, for example, dm Drogeriemarkt invested in the renovation of its store, and ZARA created its most modern flagship store by expanding its space to more than 3,000 square meters. New companies, such as the French beauty store L'Occitane, the Brow and Lash Bar, and the Italian label Rinascimento, have also made their debuts at the shopping center. Kirchtag, a traditional Salzburg-based company, and the Cavalli restaurant are due to move into the center in October. "The trust that our retail partners have in EUROPARK is demonstrated by the investments and new openings," says Mayer.

Good Cause for Celebration
EUROPARK is celebrating its 25th anniversary together with all of its visitors. On Friday, 7 October, the top athletes of the Austrian Ski Association will be on hand to present their new clothing collection. Matthias Mayer, Anna Gasser, Sara Marita Kramer, and Johannes Strolz will be among those on site to sign autographs. The "Great EUROPARK Family Festival" is scheduled to take place on Saturday, 8 October. In addition to a colorful program featuring international street artists and Austria's first kid pop band "Young Republic", known for appearances on OKIDOKI-TV and now exclusively at SES shopping centers, a large 25th birthday cake will be cut – live. There will also be a live raffle in which a number of fantastic prizes can be won, such as "Zehner" gift certificates and a brand new MINI Cooper SE.

Marcus Wild: EUROPARK as an Industry Innovator
For 25 years, EUROPARK has not only made a significant contribution to Salzburg's quality of life, but its pioneering spirit has also paved the way for numerous innovations throughout the industry. "We were the first shopping center to introduce a number of things that seem quite normal today," says Marcus Wild. “Free parking, the electronic parking space display, and a well thought-out parking guidance system were just a few of those innovations.” EUROPARK was also the first shopping center to offer private corporate childcare facilities, high-quality architecture, a cultural center, and a 4K cinema. "Much of it, like the footfall-controlled fresh air supply, which significantly reduces energy consumption, has set new standards for the shopping center industry," says Wild, setting the benchmark.

Expansion Is Necessary
EUROPARK intends to remain a relevant and strong economic factor in the years to come. "In the interest of our 130 retail partners and 2,000 employees, we will continue to pursue our planned expansion," Marcus Wild concludes. "Brick-and-mortar retail has been in an economical competition with global online retail for a long time. Therefore, it is imperative that we offer our partners the best possible conditions." With the conversion of existing warehouse space to retail space, the offer can be further improved, thus ensuring a viable future. "We are not only talking about the new jobs that will be created as a result, but, most importantly, about the existing jobs and entrepreneurial livelihoods that we will be able to secure through organic further development." EUROPARK's continued success 25 years from now is, by all accounts, a firm assumption. "Thanks to its diverse segment mix, our wonderful retail partners, the high level of commitment exhibited by all employees, and its unique quality of stay, EUROPARK will remain Salzburg's most popular meeting place," Wild confidently asserts.

EUROPARK As an Innovation Driver and Flagship of the SES Group
EUROPARK Salzburg is, in all respects, the flagship center of the 30 shopping destinations managed by SES Spar European Shopping Centers, which operates in six countries. SES has unified, developed, and operated all of the large-scale retail real estate activities of the SPAR Group since 2007.